Method and system for providing interactive advertisement customization

ABSTRACT

A system and method may include providing a media stream via a network, the media stream comprising one or more advertisement content segments, identifying aggregate information associated with a viewer, assigning the one or more advertisement content segments to one or more categories and a category score associated with the one or more categories, filtering the one or more advertisement content segments based at least in part on the one or more categories, the category score associated with the one or more categories and the aggregate information associated with the viewer, and outputting the filtered one or more advertisement content segments to the viewer.

BACKGROUND INFORMATION

Many advertisers use television to advertise their products andservices. Some viewers, however, feel bombarded and may avoid watchingadvertisements broadcast during television programs or may watchtelevision programs that have fewer or no commercials (e.g., HBO).Currently, advertisements are shown on television have many flaws mainlybecause advertisements are not targeted according to preferences of theviewer. For example, a female hygiene product may be repeatedly shown toa male viewer during a sporting program. Therefore, viewers have adoptedstrategies to avoid watching non-interested advertisements in atelevision program, such as leaving the room, changing channels, anddeleting commercials using digital video recorders. Thus, advertisersmay waste precious airtime and displaying the advertisements touninterested viewers.

BRIEF DESCRIPTION OF THE DRAWINGS

Purposes and advantages of the exemplary embodiments will be apparent tothose of ordinary skill in the art from the following detaileddescription in conjunction with the appended drawings in which likereference characters are used to indicate like elements, and in which:

FIG. 1 illustrates a system for interactively shaping advertisements ina media stream in accordance with exemplary embodiments;

FIG. 2 illustrates various modules of a set top box for interactivelyshaping advertisements in a media stream in accordance with exemplaryembodiments;

FIG. 3 illustrates a graphical user interface for soliciting a vieweridentification information in accordance with exemplary embodiments;

FIG. 4 illustrates a graphical user interface for rating one or moreadvertisement content segments in accordance with exemplary embodiments;

FIG. 5 illustrates a flow diagram of a method for interactively shapingadvertisement in a media stream in accordance with exemplaryembodiments;

FIG. 6 illustrates another flow diagram of a method for interactivelyshaping advertisement in a media stream in accordance with exemplaryembodiments; and

FIG. 7 illustrates a method for processing feedback from a viewer inaccordance with exemplary embodiments.

These and other embodiments and advantages will become apparent from thefollowing detailed description, taken in conjunction with theaccompanying drawings, illustrating by way of example the principles ofthe various exemplary embodiments.

DETAILED DESCRIPTION OF EXEMPLARY EMBODIMENTS

The system and method may filter a media stream to provide one or moremedia contents from the media stream to one or more viewers based atleast in part on identification information and/or feedback from the oneor more viewers. The one or more media contents may include one or moreprogramming content segments (e.g., a television program such as CSI,American Idol, Law & Order) and/or one or more advertisement contentsegments (e.g., electronics, food, beverage commercials). For example,the system and method may examine characteristics associated with theone or more media contents to categorize each of the content segments.The system and method may examine various identification informationassociated with one or more viewers and/or feedback information from theone or more viewers to categorize the one or more viewers. Thereafter,the system and method may filter the media segments to the one or moreviewers by comparing the categorization of the media segments with thecategorization of the one or more viewers. In addition, the system andmethod may calculate a probability whether the one or more viewers maywant to view the media segments, and provide the media segments to theone or more viewers in the event that the probability may be above apredetermined threshold value, as will be discussed in greater detailbelow.

The description below describes servers, set top boxes, presentationdevices, and network elements that may include one or more modules, someof which are explicitly shown, others are not. As used herein, the term“module” may be understood to refer to computing software, firmware,hardware, and/or various combinations thereof. It is noted that themodules are exemplary. The modules may be combined, integrated,separated, and/or duplicated to support various applications. Also, afunction described herein as being performed at a particular module maybe performed at one or more other modules and/or by one or more otherdevices instead of or in addition to the function performed at theparticular module. Further, the modules may be implemented acrossmultiple devices and/or other components local or remote to one another.Additionally, the modules may be moved from one device and added toanother device, and/or may be included in both devices. It is furthernoted that the software described herein may be tangibly embodied in oneor more physical media, such as, but not limited to, a compact disc(CD), a digital versatile disc (DVD), a floppy disk, a hard drive, readonly memory (ROM), random access memory (RAM), as well as other physicalmedia capable of storing software, and/or combinations thereof. Thefunctions described as being performed at various components may beperformed at other components, and the various components may becombined and/or separated. Other modifications also may be made.

FIG. 1 illustrates a system for interactively shaping advertisement in amedia stream in accordance with exemplary embodiments. In an exemplaryembodiment, the system 100 may include a set top box 102, a displaydevice 104, a content provider 106, a network 108, a viewer server 110,and a customer premise 112. The customer premise 112 may include aresidence, a building and/or other structures that includes the set topbox 102 and/or the display device 104. It is noted that system 100illustrates a simplified view of a media delivery system, and otherhardware devices and software not depicted may be included in the system100. It is also noted that the system 100 illustrates only a single settop box 102, a single display device 104, a single content provider 106,a single network 108, a single viewer server 110, and a single customerpremises 112. It will be appreciated that multiple instances of thesedevices may be used. Moreover, the system 100 may include other devicesnot depicted in FIG. 1.

The content provider 106 may provide a media stream having one or moremedia contents to the customer premises 112 via the network 108.Additionally, the one or more media contents may include one or moreprogramming contents and/or one or more advertisement contents. The oneor more programming contents may be presented as a television program,to one or more viewers at the customer premises 112. The one or moreadvertisement contents may be presented as commercials, to one or moreviewers at the customer premise 112. The one or more advertisementcontents may be presented in between the one or more programming contentsegments. The customer premises 112 may include a set top box 102communicatively coupled to the network 108, and a display device 104communicatively coupled to the set top box 102. The set top box 102 mayprocess the one or more media contents for causing display of the one ormore programming contents and/or the one or more advertisement contentsat the display device 104. It is noted that the set top box 102 and thedisplay device 104 are illustrated as separate devices in FIG. 1.However, the set top box 102 and the display device 104 may be combinedinto a single device. The display device 104 may be a device fordisplaying the one or more media contents. For example, the displaydevice 104 may be a computer, a television set, or other devices capableof displaying video and/or text. The set top box 102 may filter the oneor more advertisement contents based at least in part on identificationinformation and/or feedback information associated with one or moreviewers located at the customer premises 112.

The content provider 106 may include a radio company, a cable company(e.g., Cox Communication, Comcast Corp, and/or Adelphia CommunicationCorp), a satellite company (e.g., DirecTV and/or Dish Network), abroadcasting company (e.g., National Broadcasting Company (NBC),American Broadcasting Company (ABC), Fox Broadcasting Company (FOX),and/or Columbia Broadcasting System (CBS)) and/or other televisionbroadcasting companies.

A content provider 106 may provide media contents over the network 108.The network 108 may be a wired network, a wireless network, or acombinations thereof. For example, the network 108 may deliver the mediacontents via a satellite network, a cable television network, anantenna, an optical fiber, a coaxial cable, or other manners oftransporting a media stream. The media contents may be in analog ordigital and may include audio, video, text, and/or combinations thereof.The media contents may be, for example, a cable television contents, ormay be digitized audio contents, video contents, text contents, etc.,transported across the network 108 (e.g., in a computer network,transported in Internet Protocol packets via the Internet). The mediacontents also may include one or more media contents for differentchannels (e.g., different television channels).

The one or more programming contents may include one or more programmingcontent segments, and the one or more advertisement contents may includeone or more advertisement content segments. Each programming contentsegment and/or advertisement content segment may have a varyingduration. The programming content segments may be categorized by one ormore characteristics associated with the programming. For example, theone or more characteristics associated with the programming contentsegments may include at least one of sitcom, drama series, sporting,reality television, science programming, news programming, culinaryprogramming, language, gender, age, actors/actresses, comedy and/orother characteristics to identify the programming. The one or moreadvertisement content segments may be categorized by one or morecharacteristics associated with the advertisements. For example, the oneor more characteristics associated with the advertisement including atleast one of product type (e.g., food, beverage, medicine, electronics),service type, gender, age, actor/actress, interaction betweenactors/actresses, music style, humor, language, senses (e.g., smell,taste, sight, touch, sound), sporting, reality, culinary, and/or othercharacteristics to identify the advertisements.

The set top box 102 may filter the media stream based at least in parton the characteristics associated with the media stream and display thefiltered media stream at the display device 104. Filtering of the mediastream is discussed in further detail below. In addition to filteringthe media stream, the set top box 102 may provide identificationinformation and/or feedback information associated with one or moreviewers, located at the customer premise 112, to the viewer server 110via the network 108. For example, the identification informationassociated with the one or more viewers located at the customer premises112 may include at least one of name, address, payment method, biometricinformation, age, gender, areas of interest, geographic location, incomelevel, habits, education level and/or other information to identify oneor more viewers. Also, feedback information associated with the one ormore viewers located at the customer premises 112 may include at leastone of viewing habits, rating of programming contents, rating ofadvertisement contents, preferences and/or other feedback informationprovided by the viewers.

The viewer server 110 may store and/or aggregate the viewer informationwhich may include the identification information and/or the feedbackinformation associated with the one or more viewers within the viewerserver 110. Also, the viewer server 110 may provide the aggregate viewerinformation to the set top box 102 and filter the media stream based atleast in part on the aggregate viewer information associated with theone or more viewers. The viewer server 110 may also include one or moreprocessors for analyzing the identification information and/or thefeedback information associated with the one or more viewers and mayaggregate viewer information on the viewers.

FIG. 2 illustrates various modules of a set top box for interactivelyshaping advertisements in a media stream in accordance with exemplaryembodiments. The set top box 102 may examine various characteristics ofeach media content segment in the media stream and may categorize themedia content segments based at least in part on the characteristicsassociated with each media content segments. The set top box 102 mayapply a filter to the media stream based at least in part on thecharacteristics for each media content segments and/or the aggregateviewer information associated with one or more viewers associated withthe set top box 102. For example, the content provider 106 and/or theset top box 102 may assign one or more categories/category scoresassociated with media contents. The set top box 102 may compare the oneor more categories/category scores associated with each media contentsegments with the aggregate viewer information associated the one ormore viewers. In the event that the one or more categories/categoryscores associated with the media content segments matches the aggregateviewer information associated with the viewer, the set-top box 102 mayprovide such media content segments to be displayed by the displaydevice 104. Also, the set top box 102 may remove and/or replace one ormore media content segments from the media stream having one or morecategories/category scores that may not match the aggregate viewerinformation associated with the one or more viewers.

In an exemplary embodiment, the set top box 102 may include acommunication module 202, a media database module 204, a viewer databasemodule 206, a filter module 208, a viewer interface module 210, adisplay module 212 and a receiver module 214. It is noted that themodules 202, 204, 206, 208, 210, 212, and 214 are exemplary and thefunctions performed by one or more of the modules may be combined withthat performed by other modules. The functions described herein as beingperformed by the modules 202, 204, 206, 208, 210, 212, and 214 also maybe separated and may be performed by other modules at devices local orremote to the set top box 102.

The set top box 102 may communicate with the content provider 106 and/orthe viewer server 110 via the communication module 202. For example, thecommunication module 202 may receive a media stream from the contentprovider 106 via the network 108. Also, the communication module 202 mayreceive the aggregate viewer information associated with the one or moreviewers from the viewer server 110 via the network 108. Further, thecommunication module 202 may transmit identification information and/orfeedback information associated with one or more viewer to the viewerserver 110. The communication module 202 may include any communicationdevices capable of transmitting and/or receiving information across thenetwork 108.

In an exemplary embodiment, the communication module 202 may receive themedia stream from the content provider 106. The media stream may becontinuous and/or intermittent media stream and may include one or moreprogramming contents segments and/or one or more advertisement contentsegments. The one or more programming contents segments and the one ormore advertisement contents segments may be separately transmitted tothe communication module 202. Also, the one or more programming contentssegments may be interwoven with the one or more advertisement contentsegments and transmitted at random order to the communication module202. For example, the content provider 106 may transmit 3 programmingcontent segments followed by 4 advertisement content segments, and/or 5programming content segments and 8 advertisement content segments. Theone or more programming content segments may include one or moretelevision programs (e.g., news, sporting events, reality television,drama series, comedy series etc.) for one or more channels. The one ormore advertisement content segments may be advertisements associatedwith one or more advertisers for display to one or more viewer during anadvertisement break of the one or more programming. The one or moreadvertisement content segments may be categorized by the contentprovider 106 based at least in part on product type, service type,gender, age, actor/actress, interaction between actors/actresses, musicstyle, humor, language, senses, sporting, reality television, culinary,and/or other characteristics to identify the advertisements. Also, theone or more advertisement content segments may be categorized by the oneor more advertisers based on the one or more factors described above.For example, the content provider 106 may assign a media identification(e.g., name, number, channel, time slot) to the one or moreadvertisement content segments to effectively identify the one or moreadvertisement segments. Also, the content provider 106 may assign one ormore categories (e.g., product, age, gender, etc) to the one or moreadvertisement segments. In addition, a plurality of categories may applyto the one or more advertisement content segments, therefore the contentprovider 106 may assign a score to each of the plurality of categoriesto illustrate the weight of the categories. For example, on a scale ofzero to one hundred, zero being the least relevant and one hundred beingthe most relevant, the content provider 106 may assign a ninety to thefemale category for a female hygiene product advertisement and mayassign a ten to the male category.

The communication module 202 may transfer the media stream to the mediadatabase module 204. The media database module 204 may process the mediastream before transmitting the media stream to the filter module 208.For example, the media database module 204 may store the media streamfor a predetermined period of time. For example, the media databasemodule 204 may store the media stream for a second, a minute, an hour, aday etc, before discarding the media stream. The media database module204 may buffer a certain number of media content segments in the mediastream before forwarding the media stream to the filter module 208.Also, the media database module 204 may separate the programming contentsegments from the advertisement content segments based at least in parton the media identification. For example, the media identification forthe programming content segments may be designated by a letter P, whilethe media identification for the advertisement content segments may bedesignated by a letter A. Therefore, the advertisement content segmentsmay be filtered by the filter module 208 before being displayed to theviewer via the display device 104. The media database module 204 maysort the advertisement content segments based at least in part on theone or more categories associated with the advertisement contentsegments and/or the categories scores. For example, an advertisementcontent segment may be associated with the sports category having acategory score of eighty and the comedy category having a category scoreof fifty. The media database module 204 may sort the advertisementcontent segment by sports category as the primary category and thecomedy category as the secondary category. In the event that anadvertisement content segments may be associated with more than twocategories, the media database module 204 may sort the advertisementcontent segment based at least in part on the category scores. Further,in the event that two or more categories have the same score, the mediadatabase module 204 may sort the advertisement content segmentsequentially, randomly and/or other sorting method. Also, the one ormore advertisement content segments may be categorized as testadvertisement content segment. For example, the test advertisementcontent segment may include new advertisement content segments that theviewer may not seen before. The media database module 204 may providethe test advertisement content segments to the filter module 208.

The communication module 202 may receive the aggregate viewerinformation associated with the one or more viewers located at thecustomer premises 112 from the viewer server 110. For example, the oneor more viewers may assign one or more categories and/or category scoresby the viewer server 110 based at least in part on the identificationinformation and/or the feedback information as described above.Additionally, a plurality of categories may be associated with the oneor more viewers and therefore the viewer server 110 may assign a scoreto each category of the plurality of categories to illustrate the weightof the categories. For example, on a scale of zero to one hundred, zerobeing the least relevant and one hundred being the most relevant, theviewer server 110 may assign an eighty-five to the sports category for aviewer who is interested in sports and may assign a ten to the gardeningcategory for the viewer who is not interested in gardening. Furthermore,one or more categories associated with the one or more viewers may beupdated periodically by the feedback information provided by the one ormore viewers. For example, the one or more viewers may rate the one ormore advertisement content segments and the ratings may be used toupdate the categories and/or category scores associated with the one ormore viewers. Additionally, a plurality of viewers (e.g., adults andchildren) may be located at the customer premises 112. A vieweridentification information may be assigned to each of the plurality ofviewers. The viewer identification information may include a viewername, a viewer number, a viewer password and/or other identification todistinguish between the plurality of viewers.

The communication module 202 may transmit the one or more categoriesand/or category scores associated with the one or more viewers locatedat the customer premises 112 to the viewer database module 206. Theviewer database module 206 may store the one or more categories and/orcategory scores associated with the one or more viewers for apredetermined period of time. For example, the viewer database module206 may store the viewer identification information, which may includecustomer specific traits may be, such as, but not limited to,information on a viewer's gender, age (e.g., adult, child, etc.),ethnicity, interests, demographic information, combinations thereof,and/or other information about the viewer. Also, the viewer databasemodule 206 may update the one or more categories and/or category scoresassociated with the one or more viewers from the feedback informationprovided by the one or more viewers. The viewer database module 206 mayprovide the feedback information to the viewer server 110 via thecommunication module 202.

Also, the viewer database module 206 may sort the one or more categoriesassociated with the one or more viewers based at least in part on thecategory scores. For example, one or more viewers may be associated withthe sports category having a score of eighty, the comedy category havinga score of fifty and/or the age category of ages 22-35. The viewerdatabase module 206 may place the sports category ahead of the comedycategory because the sports category has a higher category score. Theviewer database module 206 may provide the one or more categories and/orcategory scores associated with the one or more viewers to the filtermodule 208.

The filter module 208 may receive one or more advertisement contentsegments from the media database module 204 and/or one or morecategories/category scores associated with the one or more viewers fromthe viewer database module 206. The filter module 208 may include one ormore processors to match one or more categories associated with theadvertisement content segments with the one or more categoriesassociated with the one or more viewers, thus allowing the one or moreviewers to filter the advertisements displayed to the one or moreviewers. For example, as described above, an advertisement contentsegment may be associated with the sports category having a categoryscore of 8 and the comedy category having a category score of 5. Also,one or more viewers may be associated with the sports category having ascore of 8, the comedy category having a score of 5 and/or the agecategory of ages 22-35. Thus, the filter module 208 may provide the oneor more viewers with the advertisement content segment. Morespecifically, an advertisement content segment may depict multiplehorses waiting to play football while a zebra is reviewing a previousplay. The advertisement content segment may be categorized in the sportscategory having a score of eighty and/or the comedy category having ascore of fifty. The filter module 208 may provide the advertisementcontent segment to the one or more viewers associated with the sportscategory and/or comedy category. While the filter module 208 may blockan advertisement content segment depicting a semi-annual sale forwoman's shoes to the one or more viewers associated with the sportscategory and/or the comedy category. The filter module 208 may implementone or more matching algorithms (e.g., string matching algorithms) thatmay be capable of matching one or more categories of advertisementcontent segments to the one or more categories and/or category scoresassociated with the one or more viewers.

Also, the filter module 208 may calculate the probability of whether theone or more viewers may want to view each advertisement contentsegments. The filter module 208 may apply one or more statisticalanalysis (e.g., Bayesian algorithms) to calculate the probability ofwhether the one or more viewers may want to view the advertisementcontent segments. For example, the filter module 208 may include athreshold probability value wherein the calculated probability for theadvertisement content segment is above the threshold probability value,the advertisement content segment may be shown to the viewer. However,in the event that the calculated probability for the advertisementcontent segment is below the threshold probability value, theadvertisement content segment may not be shown to the viewer. Thethreshold probability value may be based at least in part on inputreceived from the viewer indicating how aggressive the viewer desiresthe filter module 208 to filter the media stream for relevantadvertisements. The threshold probability value may be selected by oneor more viewers. If the threshold probability value is not specified bythe viewer, the filter module 208 may use a default setting for thethreshold probability value.

The filter module 208 may determine/receive a preset of one or morecategories/category scores associated with the one or more viewers basedat least in part on the aggregate viewer information. For example, aviewer may identify himself as a male in the age group of 20-25, thefilter module 208 may determine a preset of one or morecategories/category scores associated with the viewer. Also, it may beappreciated by one of skilled in the art that determining a preset ofone or more categories/category scores may be performed at the viewerserver 110 and/or the viewer database module 206. The one or morecategories/category scores associated with the viewer may include atleast one of male category, age group category, sports category,outdoors category, electronic category and hunting category. Therefore,the filter module 208 may block an advertisement content segmentdepicting a drug that lowers blood pressure for men at an ages of 55 andabove. The filter module 208 may display one or more advertisementcontent segments associated with the preset of categories/categoryscores. The viewer may provide feedback information associated with theone or more advertisement content segments. For example, the viewer mayrate the advertisement content segments on a scale zero to one hundred,as described above. Specifically, the advertisement content segmentsassociated with hunting category, electronic category and sportscategory may be viewed by the viewer. The viewer may rate theadvertisement content segment associated with the hunting category witha fifteen, the advertisement content segment associated with the sportscategory with an eighty and the advertisement content segment associatedwith the electronics category with a fifty. The filter module 208 mayupdate the preset categories and that the viewer may no longerassociated with the hunting category and the viewer may be shown moreadvertisement content segments associated with the sports category thanthe advertisement content segments associated with the electronicscategory.

The filter module 208 may provide test advertisement content segments tothe viewer. The test advertisement content segments may be associatedwith one or more categories that may not be associated with the presetcategories/category scores. For example, the test advertisement contentsegments may be associated with at least one of the gardening category,housing category, alcohol category, etc. The viewer may rate thegardening category as a 10, housing category as an eighty and thealcohol category as a forty. The filter module 208 may update the presetcategories associated with the viewer to include housing category and/oralcohol category while eliminating one or more advertisement contentsegments associated with the gardening category. Thus, the presetcategories may be updated periodically (e.g., hourly, daily, weekly,etc) or may be triggered by a viewer's response. By updating the presetcategories the viewer may be provided with one or more advertisementcontent segments that may be most interested to the viewer.

The filter module 208 may prevent children from seeing inappropriateadvertisements and/or programs (e.g., violence, adult material, etc.),men from seeing advertisements targeted for women, etc. This also maypermit advertisers to provided targeted delivery of advertisements.

The filter module 208 may determine that two media content segments maybe similarly processed if some or all of the category scores of the twomedia content segments vary from one another by less than apredetermined variance amount. In an exemplary embodiment, the filtermodule 208 may determine that two media content segments are similar ifthe two media segments have the same category scores. Also, the filtermodule 208 may determine that two media content segments are similarbased on comparing one or more categories/category scores each of thetwo media segments. The filter module 208 may determine that the twomedia content segments are similar if the media content segment categoryscores differ by less than the predetermined variance amount. In anexemplary embodiment, a first media content segment may have a highcategory score while the second media content segment may have a lowcategory score. The filter module 208 may calculate the difference ofthe category scores between the first media content segment and thesecond media content segment. Also, the filter module 208 may determinewhether the difference between the first media content segment and thesecond media content segment may fall within the predetermined varianceamount. In the event that the difference between the first media contentsegment and the second media content segment falls within thepredetermined variance amount, the filter module 208 may conclude thatthe first media content segment and the second media content segment aresimilar. Also, in the event that that the difference between the firstmedia content segment and the second media content segment does not fallwithin the predetermined variance amount, the filter module 208 mayconclude that the first media content segment and the second mediacontent segment are not similar. Moreover, in the event that the filtermodule 208 concludes the first media content segment and the secondmedia content segment are similar, the filter module 208 may process thefirst media content segment and the second media content segment in asimilar manner. In addition, in the event that the filter module 208concludes that the first media content segment and the second mediacontent segment are not similar, the filter module 208 may not processthe first media content segment and the second media content segment ina similar manner.

The filter module 208 may assign weight to one or morecategories/category scores associated with the one or more advertisementcontent segments. For example, the filter module 208 may assign equalweight to the one or more categories/category scores. In other examples,the filter module 208 may assign unequal weight to the one or morecategories/category scores. The assigned weight of the one or morecategories/category scores may be set to an initial value. Also, theassigned weight of the one or more categories/category scores may changeover time based at least in part on the feedback information provided bythe viewer. For example, an advertisement content segment may have abeverage category score of 50, a sports category score of 70 and acomedy category score of 80. Initially, the filter module 208 maydistribute the weight equally among each category/category score. Theviewer may provide the feedback information to the filter module 208 viathe view interface module 210 over a period of time and the feedbackinformation may be stored in the viewer database module 206. The viewerdatabase module 206 may determine that the viewer prefer sports categoryover comedy category and then beverage category based at least in parton the feedback information provided by the viewer. The viewer databasemodule 206 and/or the filter module 208 may assign fifty percent of theweight to the sports category, thirty percent of the weight to thecomedy category and twenty percent of the weight to the beveragecategory.

The filter module 208 may apply filtering based on one or moreadvertisement content segments being categorized based at least in parton one or more categories/category scores associated with the one ormore advertisement content segments. For example, the filter module 208may compute a probability that a viewer may want to view one or moreadvertisement content segments. In the event that the calculatedprobability for the one or more advertisement content segments is abovea predetermined threshold probability, then filter module 208 may allowthe one or more advertisement content segments to be displayed to theviewer. However, in the event that the calculated probability for theone or more advertisement content segments is below the predeterminedthreshold probability, then the filter module 208 may block the one ormore advertisement content segments to be displayed to the viewer. Thefilter module 208 may replace the blocked one or more advertisementcontent segments with one or more advertisement content segments havinga probability that is above the predetermined threshold probability.

The filter module 208 may create a multi-dimensional probabilitydistribution function (pdf) for one or more viewers. The filter module208 may provide one or more default probability distribution function(pdf) for one or more viewers based at least in part on gender, age,geographical location, service provided and/or other viewercharacteristics known to the content provider 106. For example, thefilter module 208 may provide a disparate default probabilitydistribution function (pdf) for male and female. The male defaultprobability distribution function (pdf) may be based at least in part onsports category, comedy category, cars category, electronics categoryand/or other categories that a male may be generally interested. Thefemale default probability distribution function (pdf) may be based atleast in part on shopping category, food category, gardening category,jewelry category, baby category and/or other categories that a femalemay be generally interested. Also for example, the filter module 208 mayprovide default probability distribution function (pdf) for viewers ofdifferent age groups. A default probability distribution function (pdf)associated with viewers in the age group of 5-10 may be based at leastin part on toy category, cartoon category, game category, educationcategory, and/or other categories that a viewer in the 5-10 age groupmay be interested. A default probability distribution function (pdf)associated with viewers in the age group of 65-75 may be based at leastin part on medication category, health category, supplement category,nursing category, and/or other categories that a viewer in the 65-75 agegroup may be interested.

The default probability distribution function (pdf) may be revised,redefined, and/or updated based at least in part on feedback informationprovided by the viewer. For example, the feedback information mayinclude information provided by the viewer and the identificationinformation may be prompted by the content provider 106 during aninitial set up process, which will be described later in detail. Also,the feedback information may include a rating of one or moreadvertisement content segments provided by the viewer which will bedescribed below in detail. The identification information may includeone or more personal information associated with one or more viewerswhich will be described below in detail. Over time, as the viewer ratemore advertisement content segments the default probability distributionfunction (pdf) may be revised, redefined, and/or updated to moreaccurately reflect the preferences of the viewer. The filter module 208may utilize the revised probability distribution function (pdf) to moreaccurately calculate the likelihood that a viewer will want to view oneor more advertisement content segments. In an exemplary embodiment, anadvertisement content segment may be associated with health carecategory, medical category, and nursing category. The probabilitydistribution function (pdf) associated with a viewer may be based atleast in part on supplement category and/or nursing category. The viewermay view the advertisement content segment and may rate theadvertisement content segments with a rating of 85 to the filter module208. The filter module 208 may update a default and/or a previousprobability distribution function (pdf) using at least in part on therating provided by the viewer. The updated probability distributionfunction (pdf) may incorporate one or more categories (e.g., health carecategory and/or medical category) associated with the advertisementcontent segment. Also, the updated probability distribution function(pdf) may change a weight distribution among the one or more categoriesbased at least in part on the rating provided by the viewer.

Furthermore, the filter module 208 may enable a viewer to control ashaping of one or more advertisement content segments. For example, thefilter module 208 may enable the viewer to determine the categoriesassociated with the probability distribution function (pdf). Also, thefilter module 208 may enable a viewer to select one or more categoriesassociated with the one or more advertisement content segments to bedisplayed to the viewer. Furthermore, the filter module 208 may enable aviewer to select one or more advertisement content segments that areviewed the most.

Moreover, the filter module 208 may designate one or more advertisementcontent segments as “test advertisement” and/or “new advertisement.” Forexample, the content provider 106 and/or the media database module 204may assign a “test advertisement” identifier and/or a “newadvertisement” identifier associated with one or more advertisementcontent segments. The filter module 208 may detect the “testadvertisement” identifier and/or the “new advertisement” identifier mayallow the one or more test and/or new advertisement content segments tobe displayed to a viewer. Also, the filter module 208 may allow one ormore advertisement content segments associated with one or morecategories that may not have been displayed to the viewer in order toexpose the viewer to new advertisement content segments and/orcategories.

The filtered advertisement content segments may be advertisement contentsegments within the media stream that satisfies the filter module 208.The filter module 208 may communicate the filtered advertisement contentsegments to the display module 212. The display module 212 may cause thedisplay of the media stream (i.e., programming content segments and thefiltered advertisement content segments) and various user interfaces atthe display device 104.

Referring again to FIG. 1, the system 100 may be set up to transportprogramming content signals and advertisements content signals to theset top box 102 in various ways. In an exemplary embodiment, theprogramming content signals and the advertisement content signals may bebroadcast. Broadcasting may imply that the content provider 106 sendsthe programming content signals and the advertisement content signals tothe users at predefined times to any number of set top boxes 102 tunedin to a particular channel or channels. In this example, the set top box102 may filter the advertisement content signals as they are received.The set top box 102 may communicate with the content provider 106 atpredefined intervals as opposed to having a continuous connection. Inanother exemplary embodiments, the filtering may occur at the contentprovider 106 as opposed to at the set top box 102. In this example theviewer identification information and the viewer feedback informationmay be communicated from the set top box 102 to the content provider 106and the content provider 106 may filter the advertisement signals beforesending the advertisement signals to the set top box 102. Moreover, thecontent provider 106 may provide one or more disparate filteredadvertisement signals to one or more television channels.

To set up filtering of the media stream, the set top box 102 may presenta graphical user interface to prompt the viewer for identificationinformation and/or feedback information on how to filter the mediastream. The viewer interface module 210 of the set top box 102 may causethe display of a graphical user interface to prompt the viewer to inputinformation to initialize, set up, provide feedback information, rate ofone or more advertisement content segments and/or modify the filtermodule 208. The viewer interface module 210 may prompt the viewer toselect one or more options associated with the filter module 208 tofilter the media stream for interested advertisements, and how torespond to feedback information received from the viewer. In anexemplary embodiment, a receiver module 214 may receive a feedbacksignal including feedback information for identifying selections of theviewer's preferences and/or interests. The viewer database module 206may store the viewer's preferences and/or interests. Also, the feedbackinformation provided by the viewer may be transmitted to the viewerserver 110 via the communication module 202.

FIG. 3 illustrates a graphical user interface to solicit a vieweridentification information in accordance with exemplary embodiments. Theviewer interface module 210 may present the graphical user interface 300to prompt the viewer to input viewer identification information. Theviewer identification information may be received by the receiver module214 and transmit the viewer identification information to the viewerdatabase module 206 via the viewer interface module 210. Also, theviewer identification information may be transmitted to the filtermodule 208 via the viewer interface module 210. The filter module 208may filter one or more advertisement content segments to be displayed tothe viewer based at least in part on the viewer identificationinformation. In an exemplary embodiment, the graphical user interface300 may include a viewer personal information section and a viewerinterest section to prompt the viewer to input viewer identificationinformation. The viewer may use an input device (e.g., remote control,keyboard, etc.) to input viewer identification information (e.g., pressa number key on a remote control, on a keyboard, etc.). For example, thegraphical user interface 300 may prompt the viewer to input viewerpersonal information including name, address, age, gender, education,profession, income of the viewer and/or other personal informationassociated with the viewer. Also, the graphical user interface 300 mayprompt the viewer to input the viewer interest by checking the box nextto the listed areas of interests. Furthermore, the viewer may inputareas of interest that are not listed in the area of interest section ofthe graphical user interface 300. In addition, the graphical userinterface 300 may periodically (e.g., every month, every year) promptthe viewer to update the viewer identification information.

The graphical user interface 300 may transfer the viewer identificationinformation to the viewer database module 206 and/or the filter module208. The viewer database module 206 and/or the filter module 208 maystore the viewer identification information. Also, the graphical userinterface 300 and/or the viewer database module 206 may transfer theviewer identification information to the viewer server 110. Further, thegraphical user interface 300 may prompt the viewer to instruct the settop box 102 on how long to retain the viewer identification information(e.g., personal information, viewer interests). The length of time maybe adjusted based on a number of days, weeks, months, years etc. inwhich the viewer wishes to retain the viewer identification information.At the end of the viewer instructed period, the graphical user interface300 may prompt the viewer to enter updated viewer identificationinformation.

FIG. 4 illustrates a graphical user interface for rating one or moreadvertisement content segments in accordance with exemplary embodiments.The graphical user interface 400 may enable a viewer to provide viewerfeedback information to the filter module 208 and/or viewer databasemodule 206. For example, the graphical user interface 400 may permit aviewer to select one or more advertisement content segments to bedisplayed to the viewer. The graphical user interface 400 may alsoenable a viewer to rate one or more advertisement content segments. Inan exemplary embodiment, the graphical user interface 400 may presentthe viewer with three filtering options. The first filtering option maypermit the viewer to instruct the set top box 102 to automaticallyfilter one or more advertisement content segments and to cause thedisplay device 104 to display the one or more advertisement contentsegments. A notification icon may notify a viewer each time anadvertisement content segments is filtered out. For example, thenotification icon may be a small screen overlay that is displayed at thedisplay device 104 to indicate that the advertisement content segmenthas been filtered out. In the event that the viewer may be interested inthe filtered out advertisement content segments, the viewer may causethe filtered out advertisement content segments to be displayed. In theevent that the viewer may not be interested in the filtered outadvertisement content segments, the set top box 102 may filter the nextadvertisement content segment.

In the second filter option, the viewer may instruct the filter module208 to display a notification for filtering one or more advertisementcontent segments that the viewer is not interested. Selecting the secondfilter option may instruct the filter module 208 not to remove theadvertisement content segment from the media stream unless the viewerpresses an action key on a user input device (e.g., a remote control).The action key may be a button on a remote control, keyboard, or theuser input device communicatively coupled to the set top box 102.Pressing the action key on the input device may communicate a feedbacksignal to the set top box 102. For example, a viewer may be watching atelevision program and may press an action key on a remote control tosend a feedback signal to the set top box 102. Pressing the action keymay indicate that the viewer agrees with the filtering of the filtermodule 208 and may instruct the filter module 208 to filter out theadvertisement content segment. The feedback signal may be transmitted tothe viewer database module 206 and/or the filter module 208. Thefeedback information transmitted by the feedback signal may be stored inthe viewer database module 206 to record the viewer feedbackinformation. The feedback information may also update the filter module208 to accurately filter an advertisement content segment to bedisplayed to the viewer, and thereby preventing future display ofirrelevant advertisement content segments.

In the third filter option, the viewer may instruct the filter module208 not to filter any advertisement content segments. Selecting thisfilter option may turn-off the filter module 208 and not perform anyfiltering of the media stream.

Moreover, the graphical user interface 400 may prompt a viewer to inputinformation to instruct the filter module 208 on how to respond after anadvertisement content segment is filtered. For example, the viewer mayidentify false positives based on pressing an action key to send a falsepositive signal to the set top box 102 to mark a filtered advertisementcontent segments as being a false positive. Marking the filteredadvertisement content segments as a false positive may indicate that thefilter module 208 improperly did not identify a viewer interestedadvertisement content segment. Once the false positive signal isreceived, the viewer database module 206 and/or the filter module 208may record the false positive signal. The filter module 208 may updateand/or revise the method of filtering one or more advertisement contentsegments based at least in part on the false positive signal. Updatingthe filter module 208 may prevent the filter module 208 from removingfuture instances of false positive filtered advertisement contentsegments from the media stream. Thus, preventing the filter module 208from filtering advertisement content segments having one or morecategories similar to those of the filtered advertisement contentsegments.

After receiving the feedback signals identifying false positives, theviewer interface module 210 may update the viewer aggregate viewerinformation stored in the viewer database module 206 to filter theadvertisement content segment. In an exemplary embodiment, the viewerdatabase module 206 may transmit the updated viewer aggregate viewerinformation to the filter module 208 to remove future instances of thefalse positive filtered advertisement content segments from the mediastream.

The viewer interface module 210 may present the graphical user interface400 to prompt the viewer to rate one or more advertisement contentsegments filtered by the filter module 208. In an exemplary embodiment,the graphical user interface 400 may prompt the viewer to rate one ormore advertisement content segments filtered by the filter module 208.The viewer may use an input device (e.g., remote control, keyboard,etc.) to select a rating (e.g., press a number key on a remote control,on a keyboard, etc.). For example, the graphical user interface 400 mayinclude a scale from zero to one hundred for the rating. A rating scoreof zero may indicate that the viewer is not interested in the filteredadvertisement content segments. A rating score of one hundred mayindicate that the viewer is interested in the filtered advertisementcontent segments. In the example depicted in FIG. 4, the user hasselected a rating score of 40. It is noted that the rating score maycorrespond to ranges other than between zero and one hundred, and alsomay include the selections of non-numerical options that may beconverted to a numerical rating score (e.g., one or more categories).The viewer interface module 210 may transfer the rating score to theviewer database module 206 and/or the filter module 208.

The graphical user interface 400 may prompt the viewer to instruct theset top box 102 on how long to retain the rating scores associated withthe one or more advertisement content segments in the viewer databasemodule 206 and/or the filter module 208. The length of time may beadjusted based on a number of days, weeks, months etc. in which theviewer wishes to retain the rating scores. Additionally, for a viewerwho selects to record the rating score for a period of time, thegraphical user interface 400 may present the viewer with an option toretain rating score until the rating score is deleted or until morespace is available for storing the rating score in the viewer databasemodule 206 and/or the filter module 208.

FIG. 5 illustrates a flow diagram of a method for interactively shapingadvertisement in a media stream in accordance with exemplaryembodiments. This exemplary method is provided by way of example, asthere are a variety of ways to carry out methods disclosed herein. Themethod 500 shown in FIG. 5 can be executed or otherwise performed by oneor a combination of various systems. The method 500 is described belowas carried out by the system 100 shown in FIGS. 1 and 2 by way ofexample, and various elements of the system 100 are referenced inexplaining the example method of FIG. 5. Each block shown in FIG. 5represents one or more processes, methods, or subroutines carried in theexemplary method 500. Referring to FIG. 5, the exemplary method 500 maybegin at block 502.

At block 502, the set top box 102 may receive a media stream from thecontent provider 106 via the network 108. In an exemplary embodiment, acommunication module 202 of the set top box 102 may receive the mediastream via the network 108. Also, the set top box 102 may receive vieweraggregate viewer information from the viewer server 110 via the network108. The aggregate viewer information may include viewer identificationinformation and/or feedback information. The method 500 may continue toblock 504.

At block 504, the media database module 204 of the set top box 102 mayprocess one or more categories/category scores associated with eachmedia segment included in the received media stream. For example, themedia database module 204 may process one or more categories/categoryscores of a media segment assigned by the content provider 106. In theevent that the content provider 106 did not assign one or morecategories/category scores to each media segment in the media stream,the media database module 204 may assign one or more categories/categoryscores to each media segment of the media segment. The aggregate viewerinformation may be transferred to the viewer database module 206 at theset up box 102. The viewer database module 206 may compare the receivedaggregate viewer information with viewer information stored in theviewer database module 206. In the event that the viewer informationstored in the viewer database module 206 is more current, the viewerdatabase module 206 may update the received aggregate viewer informationwith the viewer information stored in the viewer database module 206.The method 500 may continue to block 506.

At block 506, the filter module 208 may apply a filter to the mediasegments. The filter module 208 may apply the filter to the receivedmedia segments based at least in part on the one or morecategories/category scores associated with the media segment and/or theaggregate viewer information. The method 500 may continue to block 508.

At block 508, the filter module 208 may apply a probability distributionfunction (pdf) to filter the media segments. The filter module 208 mayutilize the probability distribution function (pdf) to calculate thelikelihood that a viewer will want to view one or more advertisementcontent segments in the media segments. For example, if the calculatedprobability meets or exceeds the threshold probability value, the method500 may continue to block 510. If the calculated probability does notmeet or exceed the threshold, the method 500 may continue to block 512.

At block 510, the filter module 208 may include the media segment in thefiltered media stream. The display module 212 of the set top box 102 maycause the display of the filtered media stream at the display device104. This branch of the method 500 may end. Returning to block 508, themethod 500 may continue to block 512.

At block 512, the filter module 208 may remove the media segment and maynot include the media segment in the filtered media stream. The displaymodule 212 of the set top box 102 may cause the display of the filteredmedia stream at the display device 104 without the media segment. Also,the display module 212 may cause the display a notification icon to theviewer of the filtered media segment not included in the media stream.This branch of the method 500 may end.

FIG. 6 illustrates a flow diagram of a method for interactively shapingadvertisement in a media stream in accordance with exemplaryembodiments. This exemplary method is provided by way of example, asthere are a variety of ways to carry out methods disclosed herein. Themethod 600 shown in FIG. 6 can be executed or otherwise performed by oneor a combination of various systems. The method 600 is described belowas carried out by the system 100 shown in FIGS. 1 and 2 by way ofexample, and various elements of the system 100 are referenced inexplaining the example method of FIG. 6. Each block shown in FIG. 6represents one or more processes, methods, or subroutines carried in theexemplary method 600. Referring to FIG. 6, the exemplary method 600 maybegin at block 602.

At block 602, the set top box 102 may receive a media stream from thecontent provider 106 via the network 108. In an exemplary embodiment, acommunication module 202 of the set top box 102 may receive the mediastream via the network 108. Also, the set top box 102 may receiveaggregate viewer information from the viewer server 110 via the network108. The aggregate viewer information may include viewer identificationinformation and/or feedback information. The method 600 may continue toblock 604.

At block 604, the media database module 204 of the set top box 102 mayprocess one or more categories/category scores associated with eachmedia segment included in the received media stream. For example, themedia database module 204 may process one or more categories/categoryscores of a media segment assigned by the content provider 106. In theevent that the content provider 106 did not assign one or morecategories/category scores to each media segment in the media stream,the media database module 204 may assign one or more categories/categoryscores to each media segment of the media segment. The aggregate viewerinformation may be transferred to the viewer database module 206 at theset up box 102. The viewer database module 206 may compare the receivedaggregate viewer information with viewer information stored in theviewer database module 206. In the event that the viewer informationstored in the viewer database module 206 is more current, the viewerdatabase module 206 may update the received aggregate viewer informationwith the viewer information stored in the viewer database module 206.The method 600 may continue to block 606.

At block 606, the filter module 208 may apply a filter to the mediasegments. The filter module 208 may apply the filter to the receivedmedia segments based at least in part on the one or morecategories/category scores associated with the media segment and/or theaggregate viewer information. The filter module 208 of the set top box102 may receive and compare the categories/category scores of thecurrent media segment with the aggregate viewer information receivedfrom the viewer database module 206. The method 600 may continue toblock 608.

At block 608, if the filter module 208 determines thecategories/category scores associated with the media segment is similarto the aggregate viewer information, the method 600 may continue toblock 610. If the filter module 208 determines that thecategories/category scores associated with the media segment is notsimilar to the aggregate viewer information, the method 600 may continueto block 612.

At block 610, the filter module 208 may include the media segment in thefiltered media stream. The display module 212 of the set top box 102 maycause the display of the filtered media stream at the display device104. This branch of the method 600 may end. Returning to block 608, themethod 600 may continue to block 612.

At block 612, the filter module 208 may remove the media segment and maynot include the media segment in the filtered media stream. The displaymodule 212 of the set top box 102 may cause the display of the filteredmedia stream at the display device 104 without the media segment. Also,the display module 212 may cause the display a notification icon to theviewer of the filtered media segment not included in the media stream.This branch of the method 600 may end.

FIG. 7 illustrates a method for processing feedback from a viewer inaccordance with exemplary embodiments. This exemplary method is providedby way of example, as there are a variety of ways to carry out methodsdisclosed herein. The method 700 shown in FIG. 7 can be executed orotherwise performed by one or a combination of various systems. Themethod 700 is described below as carried out by the system 100 shown inFIGS. 1 and 2 by way of example, and various elements of the system 100are referenced in explaining the example method of FIG. 7. Each blockshown in FIG. 7 represents one or more processes, methods, orsubroutines carried in the exemplary method 700. The method 700 maybegin at block 702.

At block 702, the method 700 may include receiving a feedback signalcontaining feedback information from a user input device associated witha viewer. In an exemplary embodiment, a viewer may use an input devicesuch as, but not limited to, a remote control to generate the feedbacksignal. The set top box 102 may receive the feedback signal at areceiver module 214, and a viewer interface module 210 may process thefeedback signal. The method 700 may continue to block 704.

At block 704, the viewer interface module 210 may determine feedbackinformation provided by the viewer. For example, the viewer interfacemodule 210 may determine a rating score for one or more media segments,whether the feedback signal identifies a false positive, filter optionselected by the viewer, and/or a retention period for the feedbackinformation. The feedback information may update the one or morecategories/category scores and/or a probability distribution function(pdf) associated with the viewer. In the event that the feedbackinformation contains a false positive, the method 700 may continue toblock 706. If the feedback information does not contain a falsepositive, the method 700 may continue to block 712.

At block 706, the viewer interface module 210 may communicate thefeedback information to the viewer database module 206 and/or the filtermodule 208. The feedback information may update the one or morecategories/category scores associated with the media segment and/or theviewer. The feedback information may indicate that the filtered outmedia segment is interested by the viewer. In future instances when thefilter module 208 encounters a media segment having similarcategories/category scores, the filter module 208 may not filter out themedia segment from the media stream. The method 700 may continue toblock 708.

At block 708, the filter module 208 may retrieve the filtered out mediasegment from the media database module 204 and may output the filteredmedia stream to the display module 212 beginning at the retrieved mediasegment. The display module 212 may cause the display of the filteredmedia segments by inserting the previously filtered media segments backinto the media stream. The method 700 may continue to block 710.

At block 710, the display module 212 may cause the display of thefiltered media segment at the display device 104. The method 700 maycontinue to block 714 and this branch of the method 700 may end.Returning to block 704, the method 700 may continue to block 712.

At block 712, the viewer interface module 210 may communicate thefeedback information to the viewer database module 206 and/or the filtermodule 208. The feedback information may update the one or morecategories/category scores associated with the media segment and/or theviewer. The feedback information may indicate that the filtered outmedia segment is not interested by the viewer. The feedback informationmay update the viewer database module 206 and/or the filter module 208such that future instances of similar media segments are filtered outfrom the media stream as well by the filter module 208. The method 700continues to block 714 and ends.

In the preceding specification, various preferred embodiments have beendescribed with reference to the accompanying drawings. It will, however,be evident that various modifications and changes may be made thereto,and additional embodiments may be implemented, without departing fromthe broader scope of the invention as set forth in the claims thatfollow. The specification and drawings are accordingly to be regarded inan illustrative rather than restrictive sense.

1. A method comprising: providing a media stream via a network, themedia stream comprising one or more advertisement content segments;identifying aggregate information associated with a viewer; assigningthe one or more advertisement content segments to one or more categoriesand a category score associated with the one or more categories;filtering the one or more advertisement content segments based at leastin part on the one or more categories, the category score associatedwith the one or more categories and the aggregate information associatedwith the viewer; and outputting the filtered one or more advertisementcontent segments to the viewer.
 2. The method of claim 1, whereinfiltering the one or more advertisement content segments comprisescalculating a probability of the viewer wanting to view the one or moreadvertisement content segments based on at least one of the one or morecategories, the category score associated with the one or morecategories and the aggregate information associated with the viewer. 3.The method of claim 2, further comprising removing the one or moreadvertisement media content segments from the media stream in the eventof the probability of the viewer wanting to view the one or moreadvertisement content segments does not meet or exceed a thresholdprobability value.
 4. The method of claim 2, wherein the calculation ofthe probability of the viewer wanting to view the one or moreadvertisement content segments uses a Bayesian algorithm.
 5. The methodof claim 1, wherein filtering the one or more advertisement contentsegments comprises comparing at least one of the one or more categoriesand the category score associated with the one or more categories withthe aggregate information associated with the viewer.
 6. The method ofclaim 5, further comprising removing the one or more advertisement mediacontent segments from the media stream in the event of at least one ofthe one or more categories and the category score associated with theone or more categories does not match the aggregate informationassociated with the viewer.
 7. The method of claim 1, wherein thecategory score indicates a relevancy of the one or more advertisementcontent segments to the one or more categories.
 8. The method of claim1, wherein the filtering comprises weighting the one or more categoriesassociated with the one or more advertisement content segments equally.9. The method of claim 1, wherein the filtering the one or moreadvertisement media content segments comprises weighting the one or morecategories unequally.
 10. The method of claim 1, further comprisingreceiving feedback information associated with the filtered one or moreadvertisement content segments.
 11. The method of claim 10, furthercomprises updating at least one of the one or more categories, thecategory score associated with the one or more categories, a weightingof the category scores associated with the one or more categories, andthe aggregate information associated with the viewer based at least inpart on the feedback information.
 12. The method of claim 10, whereinthe feedback information comprises at least one of a rating scoreassociated with the filtered one or more advertisement content segments,a false positive, a retention period, and a filter option.
 13. Themethod of claim 10, wherein the feedback information comprises at leastone of the viewer's person information and viewer's interests.
 14. Themethod of claim 1, wherein filtering the one or more advertisementcontent segments comprises displaying at least one of test advertisementcontent segments and new advertisement content segments to the viewer.15. A computer readable media comprising code to perform the acts of themethod of claim
 1. 16. A system comprising: a content providerconfigured to provide a media stream via a network, the media streamcomprising one or more advertisement content segments; a viewer serverconfigured to identify aggregate information associated with a viewer; amedia database module configured to assign the one or more advertisementcontent segments to one or more categories and a category scoreassociated with the one or more categories; a filter module configuredto filter the one or more advertisement content segments based at leastin part on the one or more categories, the category score associatedwith the one or more categories and the aggregate information associatedwith the viewer; and a display module configured to output the filteredone or more advertisement content segments to the viewer.
 17. The systemof claim 16, wherein the filter module is configured to filter the oneor more advertisement content segments by calculating a probability ofwhether the viewer wants to view the one or more advertisement contentsegments based on at least one of the one or more categories, thecategory score associated with the one or more categories and theaggregate information associated with the viewer.
 18. The system ofclaim 17, wherein the filter module is configured to remove the one ormore advertisement media content segments from the media stream in theevent of the probability of the viewer wanting to view the one or moreadvertisement content segments does not meet or exceed a thresholdprobability value.
 19. The system of claim 16, wherein the filter moduleis configured to filter the one or more advertisement content segmentscomprises comparing at least one of the one or more categories and thecategory score associated with the one or more categories with theaggregate information associated with the viewer.
 20. The system ofclaim 19, the filter module is configured to removing the one or moreadvertisement media content segments from the media stream in the eventof at least one of the one or more categories and the category scoreassociated with the one or more categories does not match the aggregateinformation associated with the viewer.
 21. The system of claim 16,further comprises a receiver module configured to receive feedbackinformation from the viewer.